Healthcare Brand Management
Market Access Concepts
www.HealthcareMedicalPharmaceuticalDirectory.com
Healthcare
Medical
Pha...
Healthcare Brand Management
Market Access Concepts
• The degree to which a healthcare product is:
– Easily prescribed/used by providers
– Reimbursed by health plans
– Effect...
• If payers do not reimburse for the product, it is less likely
caregivers and patients can use it
• Marketing and sales i...
• The product must be correctly positioned with primary prescribers
and provide clear clinical value in patient treatment
...
• A direct customer contract can be undermined if product is
available at a lower price through a GPO contract
• Distribut...
• Sole awards and preferred product positions provide
premium access but require the steepest discounts and
garner the mos...
• Customer supply chains featuring distributors, wholesalers
and other sources vary, contracts needs to account for these
...
• Establishing a leading contractual arrangement and/or preferred
status is just the beginning…
– Physicians and patients ...
• Access is driven by connectivity and throughput of information:
– Social Media propels clinical and promotional messagin...
• Dialysis
• Long Term Care
• Mail Order Pharmacy
• Home Infusion
• Hospitals
• Infusion Clinics
• Military Treatment Faci...
Retail Pharmacy
– CVSCaremark
– Rite Aid
– Target
– Walgreens
– Wal-Mart
PBMs*
– ARGUS
– BioScrip
– Catalyst RX
– CVSCarem...
• PBMs contract with brand and generic manufacturers for better
pharmaceutical pricing and actively manage utilization of ...
• Mail order pharmacies dispense maintenance therapies (cholesterol, diabetes,
contraceptives, hypertension, etc.) in 90-d...
Commercial Plans
– Aetna
– BlueCross BlueShield plans*
– Cigna
– Humana
– Kaiser
– United Healthcare
– WellPoint (14 BCBS ...
• 340B is a Federal drug discount program established in 1992, it requires drug
manufacturers to provide outpatient drugs ...
GPOs
– Amerinet
– Gerimed
– Epic
– HealthTrust Purchasing
Group (HPG)
– Innovatix
– ION (M
– MedAssets
– MHA
– Novation
– ...
• Group Purchasing Organizations (GPOs) contract with manufacturers of
brand or generic pharmaceutical products, medical d...
Nursing Facilities
– HCR ManorCare
– Golden Living
– Life Care Centers
– Kindred Healthcare
– Genesis Healthcare Corp.
– S...
LTC Pharmacies
– Guardian Pharmacy
– Millenium Pharmacy
– Omnicare
– Partners Pharmacy
– PharMerica
– Senior Care Pharmacy...
Surgical Centers
– Amsurg
– HVP
– Meridian Surgical Partners
– SCA
– Surgical Care Affiliates
– Symbion
– United Surgical ...
• Each market channel requires its own access strategy
• Fully account for primary physicians and payers in each channel t...
Healthcare Medical Pharmaceutical Directory
Healthcare
Medical
Pharmaceutical
Directory
.COM
www.HealthcareMedicalPharmaceuticalDirectory.com
Healthcare
Medical
Pharmaceutical
Directory
.COM
For ongoing business and...
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Healthcare Brand Management Market Access Concepts - Strategic Advantages for Pharmaceutical / Medical product manufacturers and Healthcare service providers!

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Healthcare Brand Management Market Access Concepts - Successful healthcare marketing requires market segmentation followed by development of strategies and tactics for each customer channel. Pharmaceutical companies, medical product manufacturers and healthcare service providers can maximize their marketing spend and sales effectiveness through individualized strategies and tactics for specific market segments.

Review this objective presentation and visit www.healthcaremedicalpharmaceuticaldirector.com for more contemporary healthcare business insights.

John G. Baresky

Published in: Marketing
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Healthcare Brand Management Market Access Concepts - Strategic Advantages for Pharmaceutical / Medical product manufacturers and Healthcare service providers!

  1. 1. Healthcare Brand Management Market Access Concepts www.HealthcareMedicalPharmaceuticalDirectory.com Healthcare Medical Pharmaceutical Directory .COM
  2. 2. Healthcare Brand Management Market Access Concepts
  3. 3. • The degree to which a healthcare product is: – Easily prescribed/used by providers – Reimbursed by health plans – Effectively promoted/sold in a market segment – Available through a variety of contractual arrangements and supply chain sources What is Access?
  4. 4. • If payers do not reimburse for the product, it is less likely caregivers and patients can use it • Marketing and sales initiatives of manufacturers will be much less effective • The product will not be able to generate enough revenue to be commercially viable • Competitors will gain an advantage through their market access initiatives Access And Reimbursement
  5. 5. • The product must be correctly positioned with primary prescribers and provide clear clinical value in patient treatment • Identify channel(s) your product will be used most, where it realizes greatest revenue potential – Target the predominant prescribers and payers in the channel – Develop and implement a contracting strategy for each channel, include customers and leading payers – Fortify the product’s position with physicians through clinical marketing strategy and accelerate growth with sales tactics, ongoing promotion and pull-through – KOL support establishes a conduit of influence into clinical decision makers and their peers Planning Access
  6. 6. • A direct customer contract can be undermined if product is available at a lower price through a GPO contract • Distributors, wholesalers and other reseller contracts need channel alignment to protect agreements and maintain profit continuity in other market segments • Discounts, rebates and other financial features need to be accounted for throughout agreements to assure margin and true profit is realized before transactions are underway • Commercial contract pricing needs to be reconciled against government contracts requiring “best price” Planning Access
  7. 7. • Sole awards and preferred product positions provide premium access but require the steepest discounts and garner the most competitive attention • Rebates based on volume contracts need clear definition and dedicated resources to maximize access and accurately manage rebates through sales tracings, chargeback data • It is necessary for pharmaceutical companies to balance direct contracting strategies with healthcare clients versus GPOs; healthcare entities engage in both arrangements depending on their procurement preferences Planning Access
  8. 8. • Customer supply chains featuring distributors, wholesalers and other sources vary, contracts needs to account for these • Maintaining/expanding access requires a budget to open new initiatives and provide marketing/sales resources to propel them • Access requires selectivity, fortifying/expanding access should be based on customer need, reimbursement potential, available resources and long term ROI • The product must be correctly positioned with primary prescribers and provide high clinical utility Planning Access
  9. 9. • Establishing a leading contractual arrangement and/or preferred status is just the beginning… – Physicians and patients need to know they have access to the product, be familiar with the product’s attributes and establish the processes to procure it through – Sales uptake and ongoing momentum is driven by a well- supported sales force and strong marketing initiatives to fortify and expand share/revenue – New competitors will launch pull-through initiatives to penetrate the market, established competitors will widen share and prevent newcomers from getting traction – Physicians and payers need to be continually engaged and cognizant of the product and its manufacturer’s value Pull-Through Reinforces Access
  10. 10. • Access is driven by connectivity and throughput of information: – Social Media propels clinical and promotional messaging to healthcare professionals, patients and consumers – Healthcare plans make data-driven decisions based on care/cost outcomes, claims processing reporting and member utilization – Pharmaceutical companies rely on blended data to effectively contract, maintain compliance, determine share, assess marketing/sales ROI – CMS/Federal and state sponsored plans are data dependent to fund programs such as Medicare, Medicaid, 340B, reimburse providers and pharmaceutical companies, as well as maintain patient eligibility files – ACOs are hugely dependent on electronic information flow to manage their protocols and assess performance Connectivity Coordinates Access
  11. 11. • Dialysis • Long Term Care • Mail Order Pharmacy • Home Infusion • Hospitals • Infusion Clinics • Military Treatment Facilities/MTFs • Oncology Clinics • Physician Practices • Retail Pharmacies • Specialty Pharmacies • Surgical Centers/Outpatient Surgery, • Veterans Administration/VA Hospitals & Clinics Examples of Market Channels Each channel requires an access strategy…
  12. 12. Retail Pharmacy – CVSCaremark – Rite Aid – Target – Walgreens – Wal-Mart PBMs* – ARGUS – BioScrip – Catalyst RX – CVSCaremark – Medco – Restat – SXC Health Leading Pharmacy Entities *PBMs: Pharmacy Benefit Managers In addition to contracting with pharmaceutical manufacturers, PBMs contract with retail pharmacies to fill prescriptions for pharmacy plan customers
  13. 13. • PBMs contract with brand and generic manufacturers for better pharmaceutical pricing and actively manage utilization of prescription medication by customer plan members • PBMs feature their own formularies and assertively negotiate for rebates based on volume/preferred status with pharmaceutical companies • Some PBMs like Express Scripts, Medco, and SXC operate their own mail order pharmacies, others like ARGUS, CatalystRx and Restat do not • PBMs manage prescription plans for employer, government (Medicaid, Medicare, TRICARE, etc.) and other sponsors • PBMs offer clinical programs to manage some therapies closely, these provide access opportunities for manufacturers A Note About PBMs
  14. 14. • Mail order pharmacies dispense maintenance therapies (cholesterol, diabetes, contraceptives, hypertension, etc.) in 90-day supplies, it is key for manufacturers of maintenance therapies to have contracts with mail order pharmacies • They charge plans/patients less, the concept is patients are getting their medications “in bulk” 90-day supplies versus 30-day retail increments • Mail order pharmacies typically operate specialty pharmacy units as well to dispense injectable products to support advanced patient care • CVSCaremark, Walgreens, Rite Aid and Wal-Mart operate mail order pharmacies in addition to their retail pharmacy operations • Health plans with their own mail-order operations include Cigna (Tel Drug), Humana (FutureScripts), BCBS (Prime Therapeutics) and United HealthCare (Prescription Solutions) A Note About Mail Order Pharmacies
  15. 15. Commercial Plans – Aetna – BlueCross BlueShield plans* – Cigna – Humana – Kaiser – United Healthcare – WellPoint (14 BCBS plans)* Leading Payer Plans Government Payers – Medicaid (state-based, federally subsidized) – Medicare – TRICARE (active/retired military) – 340B Plans *There are 38 BlueCross BlueShield plans affiliated with the BlueCross BlueShield Association
  16. 16. • 340B is a Federal drug discount program established in 1992, it requires drug manufacturers to provide outpatient drugs to eligible health centers, clinics and hospitals at a discounted/negotiated rate (average 50% below retail) • The 340B market segment has been growing due to issues with the economy and larger numbers of uninsured persons but margin is lower as 340B is price driven • 340B is also known as "PHS pricing" or "602 pricing“, patients discounts are created by contractual arrangements between the care provider and a pharmacy • Entities eligible to participate in 340B include: – Black Lung Clinics – Disproportionate Share Hospitals (DSHs) – Family Planning Clinics – Federally Qualified Health Centers (FQHCs) – Federally Qualified Health Center look-alikes (FQHCLAs) – Hemophilia treatment centers – HIV / Ryan White Clinics – Sexually transmitted disease and tuberculosis clinics – State-operated AIDS Drug Assistance Programs – Urban Indian organizations A Note About 340Bs
  17. 17. GPOs – Amerinet – Gerimed – Epic – HealthTrust Purchasing Group (HPG) – Innovatix – ION (M – MedAssets – MHA – Novation – PDM – Premier Healthcare Systems – Dept. of Veteran Affairs/VA – HCA Inc. – Community Health Systems – Trinity Health – Partners Healthcare – NYC Health & Hospitals Corp. – Kaiser Permanente – Universal Health Services Inc. – Catholic Healthcare West – Adventist Health System – Tenet Healthcare Corp. GPO and Healthcare System Leaders GPOs are frequently a part of the Healthcare System access formula
  18. 18. • Group Purchasing Organizations (GPOs) contract with manufacturers of brand or generic pharmaceutical products, medical devices, equipment and other items used in healthcare settings • Healthcare entities pay a membership fee to “join” a GPO to get access to discounted pricing GPOs negotiate with manufacturers, GPOs also collect 1-3% margin from drug products and provide other services to gain • Some GPOs are business units of distributors/wholesalers but do not take possession of products, they are price-driven, contracting entities • HPG, MedAssets, Novation and Premier are larger independent GPOs • Wholesaler operated GPOs include INN, ION (AmerisourceBergen), VitalSource (Cardinal Health), Onmark, U.S. Oncology (McKesson) • An array of customer groups use GPOs including healthcare systems, hospitals, oncology clinics, home infusion, surgical centers, dialysis clinics, physician groups and long term care companies A Note About GPOs
  19. 19. Nursing Facilities – HCR ManorCare – Golden Living – Life Care Centers – Kindred Healthcare – Genesis Healthcare Corp. – Sun Healthcare Corp. – SavaSeniorCare – Extendicare Health Services – ELGS – Skilled Healthcare Corp. Assisted Living – Emeritus Corp. – Brookdale Senior Living – Sunrise Senior Living – Altria Senior Living – Five Star Quality Care – Assisted Living Concepts – Merrill Gardens – HCR ManorCare – One Eighty-Leisure Care – Life Care Services Nursing and Assisted Living Facilities Once highly fragmented, consolidation among nursing and assisted living facility operators continues which will greatly concentrate revenue sources in the future
  20. 20. LTC Pharmacies – Guardian Pharmacy – Millenium Pharmacy – Omnicare – Partners Pharmacy – PharMerica – Senior Care Pharmacy Home Infusion Providers – Apria – AxelaCare Home Solutions – CarePoint Partners – Healix – Home Solutions – Infuscience – Lincare – OptionCare/Walgreens – Vital Care Long Term Care Pharmacy and Home Infusion The home infusion provider market continues to evolve through consolidation of existing providers and hospitals expanding their services into home infusion offerings
  21. 21. Surgical Centers – Amsurg – HVP – Meridian Surgical Partners – SCA – Surgical Care Affiliates – Symbion – United Surgical Partners Dialysis Providers – American Renal Associates – Centers for Dialysis Care – DaVita – Dialysis Clinic Inc. – Fresenius – Innovative Dialysis Systems – Renal Advantage – Renal Care Partners – Satellite Healthcare – U.S. Renal Care Surgical Centers and Dialysis Clinics DaVita and Fresenius control two-thirds of the U.S. dialysis market, consolidation in the channel is frequent and driven by cost controls to generate revenue under Medicare patient care performance standards and reimbursement limits GPOs are frequently a part of the Surgical Center access formula
  22. 22. • Each market channel requires its own access strategy • Fully account for primary physicians and payers in each channel to position, price and promote product successfully • Contracting may involve direct-to-customer, distributor, GPO, wholesaler, payer and other arrangements to succeed in the channel • Competitors are selectively stronger/weaker in different channels, exploit channels they are weakest in to grow product sales • Contracts are only part of market access, contract management, pull- through and connectivity are necessary to maintain/expand sales/share performance • Be selective, fortification and expansion of access requires clinical performance to demonstrate true value and gain acceptable reimbursement levels --plus suitable resources to sustain initiatives for acceptable financial returns Access Summary
  23. 23. Healthcare Medical Pharmaceutical Directory Healthcare Medical Pharmaceutical Directory .COM
  24. 24. www.HealthcareMedicalPharmaceuticalDirectory.com Healthcare Medical Pharmaceutical Directory .COM For ongoing business and clinical healthcare industry resources, please go to:

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